VC14.15 DIRECTIONAL THOUGHTS TB
+ Do we continue with Antenna? How do we update the use to display HEADLINES
/ SECONDARY STATEMENTS / INFORMATION / BODY COPY / TECHNICAL
INFORMATION
+ Photo treatment (Standard and for ChromaPop)
+ Do we still rely on lifestyle photography?
+ How do we involve color with the ability to tune it up or down?
+ How do we capture information and imagery on the page? Ads? Catalogs? Web?
+ How do use multiple images (i.e. Grid)?
+ Tech?
+ How can we take some risk and still be able to reach a conservative/
mainstream consumer?

VC14.15 DIRECTIONAL THOUGHTS TB
+ D O W E C O N T I N U E W I T H A N T E N N A?
H O W D O W E U P D AT E T H E U S E T O
D I S P L AY H E A D L I N E S
S E C O N D A R Y S TAT E M E N T S
I N F O R M AT I O N
BODY COPY
T E C H N I C A L I N F O R M AT I O N
+ I think we do continue to use Antenna. What if we explored extending the tracking
even more. Maybe explore not using Italics this go round or in the headline. Now we
are currently condensing the tracking for main headlines. Would that be enough of a
difference? I think the sub copy call outs could stay the same in terms of type, size, tracking
etc. It reads nicely as a secondary statement and still stands out enough under the headline
in terms of hierarchy. I too like the body copy we are currently using for body copy /
technical info / website call outs.
+ I wonder if we could selectively manipulate / take away / add certain type elements
towards the main headlines, type only
+ I wonder if we could somehow develop a tagline lockup or #strayfromthebeatenpath
application that would be seen on every ad where deemed applicable / necessary. I
have seen several examples that have the Land aesthetic in terms of type only not â&#x20AC;&#x153;logoâ&#x20AC;?
treatment. Overall I feel that our current type direction is strong and would want to see
slight variations from the current VC.
+ Angled headline type exploration

VC14.15 DIRECTIONAL THOUGHTS TB
TYPE.A
_
+ I think we do continue to use Antenna. What if we explored extending the tracking
even more. Maybe explore not using Italics this go round or in the headline. Now we
are currently condensing the tracking for main headlines. Would that be enough of a
difference? I think the sub copy call outs could stay the same in terms of type, size, tracking
etc. It reads nicely as a secondary statement and still stands out enough under the headline
in terms of hierarchy. I too like the body copy we are currently using for body copy /
technical info / website call outs.

VC14.15 DIRECTIONAL THOUGHTS TB
TYPE.C
_
+ I wonder if we could somehow develop a tagline lockup or #strayfromthebeatenpath
application that would be seen on every ad where deemed applicable / necessary. I
have seen several examples that have the Land aesthetic in terms of type only not â&#x20AC;&#x153;logoâ&#x20AC;?
treatment. Overall I feel that our current type direction is strong and would want to see
slight variations from the current VC.

VC14.15 DIRECTIONAL THOUGHTS TB
+ Photo treatment (Standard and for
ChromaPop)
+ I think we continue with our standard photo treatment. Additional opportunities to push
certain features as 300esque, saturation, etc. should be case by case basis
+ For ChromaPOP™ I think an action can be established for saturation of where we think
the base should be and extending beyond that will probably be determined by the image
itself. I like how in some cases we have almost a 50% split comparison and in some we just
have a corner comparison. I think this is also case by case.
+ What if we had lens flare to distinguish the “normal / nonCP lens” pretty subtle and not a
hard line comparison. Overlay effects to achieve desaturated “normal / nonCP lens”.

VC14.15 DIRECTIONAL THOUGHTS TB
+ How do we involve color with the ability
to t u n e i t u p o r d ow n?
+ Do we limit the amount of colors per COT to three colors. For instance MX would be BW,
RED, ORANGE, GREEN?
+ Do we continue with gradients, less of them, and adjust the coverage area per application?
Explore halftone color gradients to differentiate. Establish print gradients vs web gradients.

VC14.15 DIRECTIONAL THOUGHTS TB
COLOR.A
_
+ Do we limit the amount of colors per COT to three colors. For instance MX would be BW,
RED, ORANGE, GREEN?

VC14.15 DIRECTIONAL THOUGHTS TB
+ How do we capture information and
i m a g e r y o n t h e p a g e ? Ad s? C a t a lo g s? We b?
+ I think this will come more apparent later but here are some directions / explorations I
like and believe would be successful with our brand.

VC14.15 DIRECTIONAL THOUGHTS TB
+ How do use multiple images (i.e. Grid)?
+ Many ways, but until the final approach is determined here is some quality grid
inspiration.

VC14.15 DIRECTIONAL THOUGHTS TB
Grid.cont.
_

VC14.15 DIRECTIONAL THOUGHTS TB
+ Te c h
+ I think last years approach in SNOW and ChromaPOP™ was awesome. I say we just
expand on that. Also I feel our use of “TECH ICONS” was great and we continue to pursue
icon use that can be carried over from medium to medium and catalog to catalog. The only
thing I think we could get more dialed in is the carryover between InDesign and Illustrator.
Maybe we could create a master sheet in both InDesign and Illustrator that had all possible
applications of tech callouts. I would imagine that document would continue to grow and
expand as we created ads, spreads and online material.

VC14.15 DIRECTIONAL THOUGHTS TB
Te c h . c o n t .
_

VC14.15 DIRECTIONAL THOUGHTS TB
+ Serif

VC14.15 DIRECTIONAL THOUGHTS TB
Serif.cont.
_

VC14.15 DIRECTIONAL THOUGHTS TB
+ How can we take some risk and still be
able to reach a conservative/
mainstream consumer?
+ IMAGERY / Continue pushing the boundaries both with creativity and technical
aspects thus enhancing our authenticity and innovation
+ COLOR / Obtaining a more dialed in / limited color palette thus enhancing the
consumer recognition of specific colors with our brand / ad campaigns / social media etc.
+ REPETITION